Poetic Brands, the specialist apparel licensee, has confirmed a new partnership with Rockpool Licensing for the hit live-action series, The Baby Club.
The new collection is set to include both layette and children’s fashion daywear. This is alongside nightwear, snowsuits and sleeping bags. Also, accessories, towels and changing bags inspired by the bright colours and interactive focus of the series.
Poetic brands launched a new baby, childrenswear and accessories division at the end of 2019.
It is now growing its roster of children’s brands with leading properties; creating a unique offering in the popular baby and children’s sector to sit alongside its already successful adults’ offering.
Having launched in February 2019, The Baby Club was an immediate hit with young families. The first two series have achieved high ratings both in linear viewing figures and on demand. The BBC has already commissioned a third series that is now in production and due to air in spring 2021.
The brand also diversified over the past year with a Baby Club at Home series during lockdown.
The parenting podcast commissioned by the BBC included host Jennie McAlpine and an album of The Baby Club greatest hits. Next year will also see the launch of The Toddler Club at Home and Baby Bear and Me, an interactive baby-facing Podcast hosted by Giovanna Fletcher and Nigel Clarke.
The Baby Club brings activities taking place at baby groups into people’s homes. Either Giovanna or Nigel host each episode. They welcome a group of babies and their grown-ups and lead on-screen activities whilst encouraging viewers to join in at home.
The series’ roots are firmly in academic research, recognising how vital parent-baby attachment is to a child’s development.
Commenting is Anne Bradford, director, Poetic Brands. “The Baby Club has been an incredible project to work on to date. The engagement for this pre-lockdown was huge. The subsequent lift in engagement is off the scale, which bodes well for its activation at retail. We are working on truly immersive product ranges, encouraging parents to interact with their babies and continue the messaging of the show.”
Also commenting is Vickie O’Malley, managing director, Rockpool Licensing. “The Baby Club has bonding and interactivity at the heart of the show. Poetic Brands is doing an amazing job of incorporating these values carefully into their design and their skill is helping us to realise beautiful babywear that makes the most of every interaction with baby, whatever the time of day.”
